Title: Essentials of Marketing Research William G' Zikmund
1Essentials of Marketing ResearchWilliam G.
Zikmund
- Chapter 5
- Exploratory Research
2Qualitative versus Quantitative Research
- Purpose
- Exploratory versus descriptive and conclusive
- Small versus large samples
- Broad range of questioning versus structured
questions - Subjective interpretation versus statistical
analysis
3Defining Problem Results inClear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
4Exploratory Research
- Initial research conducted to clarify and define
the nature of a problem - Does not provide conclusive evidence
- Subsequent research expected
5What is Exploratory Research?
QUANTITATIVE DATA
QUALITATIVE DATA
6Why Conduct Exploratory Research?
Diagnose a situation Screening of
alternatives Discover new ideas
7Concept Testing
- Exploratory research procedure that tests some
sort of stimulus as a proxy for an idea about a
new, revised, or repositioned product
8Categories of Exploratory Research
- Experience surveys
- Secondary data analysis
- Case studies
- Pilot studies
9Experience Surveys
- Ask knowledgeable individuals about a particular
research problem - most are quite willing
10If you wish to know the road up the mountain,
you must ask the man who goes back and forth on
it. -- Zenrinkusi
11Secondary Data Analysis
- Data collected for a purpose other than the
project at hand - Economical
- Quick source for background information
12Case Study Method
- Intensely investigates one or a few situations
similar to the problem - Investigate in depth
- Careful study
- May require cooperation
13Pilot Study
- A collective term
- Any small scale exploratory study that uses
sampling - But does not apply rigorous standards
14Pilot Studies
- Focus Group Interviews
- Projective Techniques
- In-Depth Interviews
15Projective Techniques
- Word association tests
- Sentence completion method
- Third-person technique
- Role playing
- T.A.T.
- Picture frustration version of T.A.T.
16A man is least himself when he talks in his own
person when given a mask he will tell the
truth. --Oscar Wilde
17Word Association
- Subject is presented with a list of words
- Asked to respond with first word that comes to
mind
18Word Association Examples
19Word Association Examples
20Sentence Completion People who drink beer are
______________________ A man who drinks light
beer is ___________________ Imported beer is
most liked by ___________________ A woman will
drink beer when____________________
21Thematic Apperception TestT.A.T.
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24Focus Group Interviews
- Unstructured
- Free flowing
- Group interview
- Start with broad topic and focus in on specific
issues
25Group Composition
- 6 to 10 people
- Relatively homogeneous
- Similar lifestyles and experiences
26Outline for a Focus Group
- Establish a rapport
- Begin with broad topic
- Focus in on specific topic
- Generate discussion and interaction
27The Moderator
- Develops rapport - helps people relax
- Interacts
- Listens to what people have to say
- Everyone gets a chance to speak
28The Focus Group Moderator
- Maintains loose control and focuses discussion
- Stimulates spontaneous responses
29Advantages of Online Focus Groups
- Fast
- Inexpensive
- Bring together many participants from wide-spread
geographical areas - Respondent anonymity
- Transcript automatically recorded
30Disadvantages of Online Focus Groups
- Less group interaction
- Absence of tactile stimulation
- Absence of facial expression and body language
- Moderators job is different
31Streaming Media